How to Outmaneuver Giants—Use Repositioning to Shift the Battleground

When one small brand of pain reliever faced the massive 'aspirin' empire, its team realized they’d never win by claiming to be 'better.' Instead, they looked for what aspirin couldn’t say: it can upset your stomach, cause allergies, isn’t always safe for everyone. Their ads ran with headlines like, 'For the millions who should not take aspirin…' By the end of the year, doctors and consumers took notice—and the new product soared past ancient rivals.

Behavioral science says this works because people don't notice new choices unless an old belief is shaken up first. Just as Tylenol overtook aspirin by highlighting a health risk, countless small brands have used repositioning to define themselves in opposition to a dominant player, turning their rival’s strength into a liability.

In real life, this approach means looking for the angle from which the market leader is vulnerable, not trying to outcompete them at their own game. When you successfully reposition the competition, you don’t need to win every battle—just the one that matters in people’s minds.

Take a good, honest look at the strengths and weaknesses of your biggest competitors—write out what your audience already believes about them. Zero in on claims or problems they can’t credibly fix, or areas where their reputation actually works against them. Shape your next campaign, conversation, or introduction by framing yourself as the antidote to the leader’s biggest limitations. With each move, you’ll redirect attention and start building your own unique space—this strategy is your ticket to standing out in even the most crowded field.